BREAKING POINT IN AGE REGARDING CHILDREN’S ATTITUDES TOWARD TV COMMERCIALS

The aim of the study is to investigate the evolution of children’s attitudes toward TV commercials. The study is exploratory in nature, it is hypothesized that children’s attitudes toward TV commercials are positive up to some age and changes over time. The study targets children between 5-10 years old in order to determine the structural changing age in which the children’s attitude toward TV commercials change. Change point analysis and Chow test are conducted in the research. The findings suggest that there is a change point age at ages 7 and 8 where children’s attidude towards TV commercials change. Graphical presentations suggest that childhood attitudes toward TV commercials are positive at first, then suddenly decreases and begins to increase again, however never be the same again.

ÇOUKLARIN TV REKLAMLARINA KARŞI TUTUMLARINDAKİ KIRILMA YAŞI

Bu çalışmanın amacı, çocukların TV reklamlarına karşı tutumlarının gelişimini incelemektir. Çalışma, doğası bakımından keşfedicidir, çocukların TV reklamlarına karşı tutumlarının belirli bir yaşa kadar olumlu olduğu ve zaman içinde değiştiği varsayılmıştır. Çalışmada, çocukların TV reklamlarına yönelik tutumlarının değiştiği yaşı belirlemek amacıyla 5-10 yaş arasındaki çocukların tutumları incelenmiştir. Araştırmada Değişim noktası analizi ve Chow testi uygulanmıştır. Bulgular, çocukların 7 ve 8 yaşlarında TV reklamlarına karşı tutumlarında bir değişim noktası noktası olduğunu göstermektedir. Grafik sunumlar, televizyon reklamlarına karşı çocukların tutumlarının ilk başta olumlu olduğunu, sonra aniden azaldığını ve tekrar artmaya başladığını, ancak bir daha asla aynı seviyede olmadığını göstermektedir.

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